Lloydspharmacy in major push - DecisionMarketing

Lloydspharmacy is launching a major responsive campaign to increase awareness and take-up of its prescription services.
TDA has devised the strategy, which focuses on two different services – the express repeat prescription service and the free medicines check-up. Both will be promoted under Lloydspharmacy’s current brand positioning of ‘Healthcare for Life’.
The free express repeat prescription service enables the retailer’s pharmacists to contact local GPs on behalf of their customers when their prescription is due, order the customer’s requested medication before they run out, and have it ready at a time that suits them. Supported by the statistic that 50 per cent of people may not be taking their medicines properly, the free medicines check-up2 enables customers to ask questions about how and when to take their medicine, and how to control any side effects.
Two 30-second responsive TV adverts will run on ITV1, ITV3, Channel 4, Five, and a mix of digital channels. This will be supported by press ads in titles such as the Daily Telegraph, Daily Mirror, Daily Express, Daily Mail and Mail on Sunday, and a selection of consumer magazines including Saga, Reader’s Digest, and Radio Times.
Lloydspharmacy will also communicate the campaign messages to all store staff, using online video and weekly bulletins, to ensure that they really get behind the campaign and to show how they can make a big difference to the lives of their customers.
“These services are not just about making life easier for our customers, they’re about delivering expert, personal care at a local level,” said Claire Bayliss, director of marketing at Lloydspharmacy. “We want our customers to know that whatever their prescriptions needs are, we’ve got the solutions, and we hope that this campaign will help to strengthen our expert positioning in the market. We think these TV ads are the best we’ve had for many years.”
TDA senior account director Corinne Leloup added: “This campaign allows Lloydspharmacy to elevate their pharmacy credentials and the role of the pharmacist within that. Customers want convenience, expert advice, and value for money, and the new campaign aims to communicate that vital combination.”